know your count

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KNOW YOUR COUNT 2014 AVA Digital Awards Category: PSA Campaign Educating Patients on the Importance of Safe & Proper Asthma Management

Table of Contents • Asthma’s Impact (Slide 3) • What is Know Your Count? (Slide 4) • Celebrity Spokesperson (Slide 5) • Asthma Advocacy Partners (Slide 6) • Public Service Announcement & Educational Website (Slide 7) • Know Your Count Phases (Slide 8) • Phase 1 Execution: Program Launch (Slide 9) • Phase 2 Execution: NYC Media Day, SMT & Asthma Pledge (Slide 10-11) • Phase 3 Execution: Philadelphia Media Day & Asthma Awareness Night (Slide 12) • Phase 4 Execution: Los Angeles Media Day & ALA Lung Force Walk (Slide 13) • Social Media Influence (Slide 14) • 2014 Results to Date (Slide 15)

Asthma’s Impact Asthma is a serious respiratory condition

Asthma attacks can be lifethreatening

Many patients don’t realize when their inhaler is empty

Asthma is a disease of the lungs in which the airways become blocked or narrowed causing breathing difficulty. As many as 25 million Americans suffer from asthma. Common symptoms include coughing, wheezing, trouble breathing and a tight feeling in the chest.

While the severity of asthma varies from person to person, asthma can be deadly in some circumstances. In the United States, asthma attacks account for nearly two million emergency room visits each year.

Many people with asthma rely on a rescue inhaler to improve their breathing when they feel the signs of an oncoming asthma attack. As many as 40% of patients believe they are taking their asthma medication when they are actually using an empty or nearly empty inhaler.

What is Know Your Count?

Know Your Count is a national public service campaign, sponsored by Teva Respiratory, aimed at raising awareness of the seriousness of asthma and educating asthma patients and caregivers about the importance of using dose counters to keep track of the remaining doses in their rescue inhalers.

Celebrity Spokesperson Lends Voice to Cause Award-winning Broadway singer and actress Kristin Chenoweth partnered with the company to reveal for the first time that she had been diagnosed with asthma for more than 10 years

With Kristin’s busy lifestyle, staying “on count” and in control of her asthma are crucial components to her success

Kristin lent her voice to the campaign to help raise awareness about the importance of having a rescue inhaler with a dose counter

Coalition of Advocacy Partners • We partnered with leading asthma advocacy group the Asthma and Allergy Foundation of America (AAFA) to launch the program

• As the program evolved, Know Your Count then partnered with Allergy and Asthma Network Mothers of Asthmatics (AANMA) to further its reach to consumers • For Asthma Awareness Month, The Consortium on Children’s Asthma Camps joined the campaign as Teva Respiratory pledged to make a donation to the organization to help send children to asthma camps nationwide

Public Service Announcement & Educational Website •

To effectively spread the campaign’s messages, Kristin filmed :60 and :30 second public service announcements (PSA) −

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The PSA was broadcast nationally and regionally, including all top ten media markets (PSA distribution is ongoing)

A comprehensive website, www.KnowYourCount.com, was developed to educate visitors about asthma and provide informational resources −

Website features the PSA, background on Kristin’s story, program partners and educational asthma information

Multiple Phases Built Awareness & Interest Phase 2

Phase 1

NYC Media Day & Asthma Pledge

Program Launch

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AAFA partnership KnowYourCount.com launch Multimedia press release PSA distribution Los Angeles (LA) media day with Kristin Chenoweth

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New York City (NYC) media day and satellite media tour (SMT) New advocacy partnerships Asthma Pledge on KnowYourCount.com Multimedia press release update Asthma Awareness Month audio news release (ANR)

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Phase 3

Phase 4

Philly Media Day & AAN Sponsorship

LA Media Day & ALA Lung Force Walk

Philadelphia media tour with Kristin Asthma Awareness Night (AAN) activities at Citizens Bank Park

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LA Media day with Kristin American Lung Association’s LUNG Force Walk

Phase 1: Program Launch • Issued multimedia press release on March 5 to launch Know Your Count program and reveal Kristin’s asthma diagnosis for the first time - More than 350 online outlets picked up the story

• Facilitated media day in LA to promote campaign and Kristin’s “first time reveal” on a national scale - Secured interviews for Kristin with The Doctors, E! News, Conan, Associated Press and Los Angeles Times - More than 67 outlets picked up the Associated Press article

Phase 2: NYC Media Day & SMT • Coordinated a second media day in NYC in midApril to build upon the momentum garnered in Phase 1 - Secured interviews for Kristin with national outlets, including Fox & Friends, The Wendy Williams Show, HuffingtonPost.com, Fox News and Lifescript.com

• Hosted an SMT with Kristin in NYC - Secured 24 total interviews, many in top media markets, including Philadelphia, Dallas and Tampa

• During interviews, Kristin touted a new online “asthma pledge” initiative, which launched a few weeks later in May

Phase 2: The Asthma Pledge • Launched asthma pledge (ongoing) on KnowYourCount.com in May in honor of Asthma Awareness Month - For every pledge received, $1 is donated to the Consortium on Children’s Asthma Camps

• Issued updated multimedia press release and facilitated social media posts with campaign partners • Distributed audio news release featuring advocacy partner spokespeople in mid-May to drive traffic to website • Filming video documentary to show benefit of donation at local camps

Phase 3: Philadelphia Media Day & Asthma Awareness Night • To drum up local interest in the campaign, Know Your Count teamed up with the Philadelphia Phillies for its annual Asthma Awareness Night, sponsored by Teva Respiratory • On behalf of Know Your Count, Kristin sang the national anthem before the game • Kristin’s PSA was played for the stadium audience on the Phanavision • Secured interviews for Kristin with top local media, including Philadelphia Magazine, Philly.com, Good Day Philadelphia and Action News (ABC)

Phase 4: Los Angeles Media Day & ALA Lung Force Walk • On October 31 and November 1, Know Your Count held its final media day and event with Kristin in Los Angeles • To increase traffic to KYC.com, Kristin participated in media interviews on October 31 with national and regional outlets, including KTLA-TV (CW, Los Angeles), On with Mario Lopez and Healthline.com • Know Your Count also partnered with the American Lung Association California Chapter to promote the campaign at its annual LUNG FORCE walk on November 1, where Kristin served as the special guest and helped kick off the walk

Social Media Influence • Campaign partners (Kristin, AAFA, AANMA) published various posts on social media (Facebook/Twitter) to drive interest in campaign and website visitors, reaching a combined audience of 1.2 million followers • More than 300 PSA shares on social media • Garnered posts from prominent media outlets including E! News, Entertainment Tonight, The Doctors and HealthyWomen.org • Facebook served as a top traffic source for KnowYourCount.com, driving more than 1,000 visitors

Campaign Exceeds Predefined Metrics Media Metrics & Results Proposed Media Metrics

Results to Date

150-200 million total media impressions

289 million media impressions

Key messages in 90% of coverage

95% of coverage contained messages

2,000 PSA airings

20,976 airings

50+ outlets to pick up press release

350+ pickups

800 audio news release airings

1,178 airings

20-25 SMT bookings

24 bookings

500,000 reached via social media

6 million reached

Website Results To Date 39,560 unique visitors to KnowYourCount.com 3,134 total PSA views through KnowYourCount.com 2,037 online Asthma Pledges made